Mattel and DHX Media team for new Bob the Builder and Fireman Sam content

DHX Media and children’s entertainment firm Mattel have entered into a long-term partnership to develop and distribute a raft of new children’s content.

Under the new pairing, the two will develop multi-platform content inspired by Mattel’s hit Bob the Builder, Fireman Sam, Little People and Polly Pocket properties.

Together, Mattel and DHX Media will jointly fund, co-develop and co-produce new episodic, short-form and long-form content, designed for a variety of traditional and digital platforms.

The partnership will take effect from January 1st, 2016, when DHX Distribution will manage global sales of existing and new content for Bob the Builder, Fireman Sam, Little People and Polly Pocket.

Mattel will oversee global brand management and all other line of business.

“Today’s announcement is a major step forward in our ongoing strategy to dramatically accelerate content creation and distribution on a global scale,” said Catherine Balsam-Schwaber, chief content officer of Mattel.

“As a recognised leader in kids and family entertainment, DHX is ideally suited to help us maximise content creation and distribution across multiple channels and geographies.

“Importantly, this relationship also creates the potential for future content, licensing and franchise development collaborations between Mattel and DHX.”

Dana Landry, CEO of DHX Media, added: “Mattel is a truly iconic company and this deal builds upon DHX’s existing strategies for long-term global growth.

“The partnership creates an amazing opportunity to amplify these celebrated Mattel franchises throughout the world.”

Based on the hit Mattel toy brand, the new Polly Pocket series follows Polly and her friends as they embark on big scale adventures in their shrunken size. Produced by Mattel and DHX Media, the animated series premiered in Canada this July.